1. real estate

Educator’s Guide
professional
development 2014
SEE WHAT’S INSIDE
Offer Your Students the Tools
They Need to
Succeed
Help Your Students Excel in Their Careers
Count on Dearborn to assist your students every step of their professional career
with the hottest publications from some of the most respected real estate experts in
the industry. Our extensive inventory of textbooks includes today’s most relevant
topics, such as commercial real estate, business writing skills, “green” information,
and more. Offering these titles in your school’s bookstore provides real estate
professionals with the resources they need to scale the ladder to success, all while
generating additional revenue for your school.
Before Hitting Send
Power Writing Skills for Real Estate Agents
by Karen Stefano, Esq. and Penny Nathan
Before Hitting Send is a practical, how-to writing guide targeting the unique needs of
real estate agents. It teaches the fundamentals of effective writing through examples
and exercises from scenarios agents face daily. In addition to instruction chapters, the
book includes writing samples that are also available electronically for download at
www.beforehittingsend.com.
CONTENTS: Getting Started: What Do You Want to Say? • What Tone Do You Want to Convey?
• Structuring a Message for Maximum Impact • Use Transition Words to Signal Where Your Message Is
Going • Enhance Readability With a Visually Appealing Layout • Be Specific and Precise in Your Writing
• Watch the Order of Your Words • Use Your Verbs Wisely • Get In, Get Out, Move On: Eliminate
Unnecessary Words • Shorter Sentences Are Better • Power Writing for Real Estate • Writing to Persuade
• Delivering Bad News Gracefully • Proper Word Usage and Three Simple Grammar Rules • Proper
Punctuation • Take the Time to Get It Right: 12 Questions to Ask as Your Review and Revise • A Message
for Brokers: 10 Steps for Improving Your Agents’ Writing Skills • Appendix: Sample Emails • Index
Textbook, 258 pages, 2012 copyright, 71/4 x 9”
ISBN 1427711186 Retail Price $28.30
Learn more from the author at
www.YouTube.com/DearbornRealEstate
Scan the QR Code
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Power Real Estate E-mails & Letters, 5th Edition
by William H. Pivar and Corinne Pivar
Textbook, 367 pages, 2012 copyright, 6 x 9”
ISBN 1427711402 Retail Price $31.24
CONTENTS: Introduction • Promoting Yourself • Listing Solicitations • Solicitations for Expired and
For-Sale-by-Owner Listings • Responses to Owner Inquiries • Residential Buyer Solicitations • Land,
Business, and Investment Buyer Solicitation • Servicing the Listing • Buyer E-mails and Letters • Breach
of Contract and Other Conflict Communications • Property Management • Broker, Lender, and Attorney
Letters • Personnel Letters • Press Releases • Miscellaneous Letters • Index of Letters
2
chapter 7 Servicing the Listing
Power Real Estate Letters
177
status of sale
LETTER TO FRIEND OR ACQUAINTANCE ON JOINING FIRM
To:
agent@urhome.com
From:
Financing Approved!
Subject:
______________
Dear __________________:
Date and
address
______________
______________
______________
26
Power Real Estate Letters
Congratulations! [the financing has been approved ] for [1. Janet Jones 2. the
Joneses 3. the purchaser (s ) of your (home )].
GENERAL SURVEY LETTER
I will be contacting you in a few days to give you closing information.
Dear __________________:
Yours truly,
[1. I am your neighbor at 7318 Elm, the green house on the corner of Elm and
_____________________
Larsen. 2. I am Jeffrey’s mother. 3. I enjoyed working with you (on the recent
blood drive).]
______________
I have recently joined [UR Home Realty] as a [sales associate]. I am well prepared to meet the real estate needs of all my friends and neighbors.
______________
______________
______________
If you or any of your friends need any real estate services, I would appreciate
it if you would think of me.
Dear __________________:
Note: E-mail messages would be preferable to letters as to status of sale. Owners are
anxious to know what is happening about their financing.
removal of Contingency
To:
From:
We would appreciate your help in a survey we are conducting of [the Orchard
Ridge Subdivision]. Your assistance will help us in targeting our marketing Subject:
Attachment(s):
efforts. Please complete the short questionnaire and return it to us in the
enclosed postage-paid envelope.
Sincerely,
_____________________
Enclosure:
Date and
address
Card
• How many years have you lived in [Orchard Ridge]? _______
NOTE: This letter is written for a new licensee. Besides your personal friends and
neighbors, the letter should go to people you do business with, close friends of
family members, parents of your children’s friends, members of organizations you
belong to, and so on.
The first paragraph makes certain that the recipient knows whom you are.
Your photo on your card will reinforce this reminder.
agent@urhome.com
Contingency Removed
Contingency Release
Dear __________________:
This is to inform you that [the Joneses ] have signed the attached contingency release.
• How many homes have you owned prior to your present residence? ______
Their purchase agreement now stands without the contingency [of obtaining a 6
percent loan for 80 percent of the purchase price ].
• What do you like most about [Orchard Ridge]? ______________________
PROFESSIONAL DE VELOPMENT
Correspondence is an essential part of an agent or broker’s day-to-day business. This
title offers professionals a variety of emails and letters that can be adopted for any
circumstance, saving time and resources. As a bonus, they are available electronically
for download. An excellent resource for both new and experienced agents, this
volume is a superb addition to your bookstore.
___________________________________________________________
[We should be able to close the sale by (november 1).]
• What do you like least about [Orchard Ridge]? ______________________
Yours truly,
___________________________________________________________
_____________________
• Would you recommend your neighborhood to friends seeking to relocate?
_______ Why? ______________________________________________
___________________________________________________________
Note: See note on prior letter.
• Would you like to receive e-mails concerning sales and new listings in
[Orchard Ridge]? ❏ Yes (Sales) ❏ Yes (New listings) ❏ No
Name: _____________________ E-mail address: __________________
Thank you for your help.
Power_RE_Emails_5e.indb 177
_____________________
Enclosures:
4/3/2012 2:33:30 PM
Card, postage-paid envelope
NOTE: This low-key survey is likely to give you a chance to contact the recipient
by e-mail. After providing listing and sales information (with photos), you could
offer a no-cost comparative market analysis.
Sample Letters and E-mails
ORDER AS A SET!
Before Hitting Send: Power Writing Skills for Real Estate
Agents and Power Real Estate E-mails & Letters, 5th Edition
Improve your students’ writing skills exponentially when you order both writing titles
as a set. Before Hitting Send will give your students the writing instruction and tools
they need to improve their writing techniques, as well as examples and exercises to
help them write more effectively. Power Real Estate E-mails & Letters provides
ready-to-go templates; all the user needs to do is fill in the blanks. It also covers
related legislation that might impact communication with clients and includes
template letters for touchy situations real estate professionals encounter in
day-to-day situations.
Both titles come with full access to writing samples and templates, making the
sometimes uncomfortable task of writing easier for the real estate professional.
Order these two titles as a set!
ISBN 9781427739421 Retail Price $53.58
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NEXT>>
Sales and Marketing 101 for Real Estate Professionals,
2nd Edition
PROFESSIONAL DE VELOPMENT
by Chris Grover
Using conversational language and a plethora of real-life examples, this textbook
explains classic marketing principles and sales techniques from the perspective of the
real estate industry. In addition, it can also be used to fill a 30-hour salesperson
annual education (SAE) requirement in Texas. A complete set of Instructor Resources
is available online.
CONTENTS: Real Estate Marketing • The Marketing Concept • Market Research • Data Analysis,
Drawing Conclusions, and Motivation • Target Marketing • Product and Pricing Strategy • Pricing Your
Services • Place and Promotion Strategy • Ethics and Real Estate Professionalism • Insights Into a
Successful Sale—No Trust, No Need • Insights Into a Successful Sale—No Help, No Hurry • Personal
Selling • The Interview and Close • Appendix A: Marketing Plan • Glossary • Answer Key • Index
Textbook, 252 pages, 2012 copyright, 8½ x 11”
ISBN 9781427738240 Retail Price $39.64
The Big Book of Real Estate Ads: 1001 Ads That Sell,
3rd Edition
by William H. Pivar and Bradley A. Pivar
Packed with more than 1,000 ready-to-use ads, this must-have book helps agents
spend their time selling, not writing. The Big Book of Real Estate Ads takes the agony
out of preparing classified ads and helps professionals maximize the power of their
marketing dollars.
CONTENTS: Understanding Classified Advertising • Acreage (Undeveloped) • Architecture
• Astrological Signs • Birds, Animals and Other Pets • Condominiums and Cooperatives • Failed Sales
• Financing • Fixer-Uppers • Furnished Homes • Gardens, Landscaping, Trees • Holidays • Homes,
Acreage • Homes, Bargains • Homes, Family • Homes, General • Homes, Large • Homes, Low Price
• Homes, Luxury • Homes, New • Homes, Old • Homes, Small • Horse Property • Investment/Income
Property • Location • Lots • Mobile Homes • Negative Ads • Open House • Owner—(Present,
Former) • Privacy • Sports • Swimming Pools • Time-Shares • Vacation Homes • View • WaterRelated Property • Ad Generator • Index • How to Install and Use the Software
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eBook
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Textbook, 346 pages, 2004 copyright, 8½ x 11”
ISBN 0793176654 Retail Price $44.94
Instructor Resources
To order: 800.972.2220 | reorders@dearborn.com
NEXT>>
The Green Guide for Real Estate Professionals
by Frank Cook
CONTENTS: Green Isn’t Going Away • A Little Science, a Little Math, and the Big Picture (the Small
Picture, Too) • Forty Shades of Green • Who Sets the Green Rules? • What Building Certifications
Mean, and Don’t Mean • Turning Green with Education • Now That You’re Green, People Need to
Know It • Talking with Green Homebuyers • Talking to Homesellers • If I Go Green, Can I Get My
Money Back? • Does Money Grow on Green Trees? • Why Does My Utility Want Me to Use Less
Power? • Will Your Green Listings Appraise? • Green Homes Mean Green Home Inspections • What Is
an Energy Audit, and Is It Your Friend? • Can a Mansion Be Green? • Sick House Syndrome: The
Environment Within • Getting Your Office Green • Community Events, Outreach, and You • Green
Investing for Fun and Profit • The Pros and Cons of Green • A Green Future Full of Challenges and
Optimism • Resources • Glossary • Index
Textbook, 151 pages, 2012 copyright, 6 x 9”
ISBN 1427711399 Retail Price $26.20
Beyond the
basics of
commercial
real estate
NEW EDITION
PROFESSIONAL DE VELOPMENT
“Green” information about homes and housing is scattered across the Web and
incorporated in government white papers from the Environmental Protection Agency
to the Department of Energy. "Green" homes are not only selling well in today’s
market, but they are selling at premium prices. This book brings together key data in
one place, combined with interviews from professionals in the field. A glossary of
“green” terminology is also included.
The Insider’s Guide to Commercial Real Estate,
2nd Edition
by Cindy S. Chandler, CCIM, CRE, DREI
This commercial real estate text begins with the basics, such as property
types and commercial real estate culture, moves into an in-depth discussion
of math, finance, and contracts that every professional needs to master, and ends
by exploring several entry-level career options. Readers will finish with a specific plan
to begin their commercial real estate careers, apply all its terms, contracts, and
processes, and do so with a knowledge of various career paths.
Textbook, 193 pages, 2013 copyright, 8½ x 11”
ISBN 9781427744326 Retail Price $26.72
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CONTENTS: Getting Started • Types of Properties • Investors and Other Types of Buyers • Land
• Commercial Contracts • Math and Valuation • Finance • Brokerage Fundamentals • Leasing
• Development • Property Management • Appendix A: Due Diligence Checklist • Glossary • Answer
Key • Index
eBook
Audio
Instructor Resources
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NEXT>>
Up and Running in 30 Days: A Proven Plan for Financial
Success in Real Estate, 4th Edition
PROFESSIONAL DE VELOPMENT
by Carla Cross, CRB, MA
This popular business start-up guide provides new and seasoned agents with an
effective system to plan, prioritize, and increase their productivity in four weeks.
Current trends are covered, along with other plans of action, including relationship
and marketing techniques, selling skills, calling scripts, and the principles behind a
high-producing business.
CONTENTS: Special Message to Managers • Introduction • The Churning, Shifting Real Estate
Industry and What It Means to You • The Six Principles of a High-Producing Business • Four Weeks to
Becoming a Successful Agent • Week One Start-Up Plan • Week Two Start-Up Plan • Week Three
Start-Up Plan • Week Four Start-Up Plan • The Skills of Lead Generation • Must-Haves in Your Sales
Arsenal: Qualifying Procedures, Marketing Plans, and Your Personal Promotional Tool • Seven Critical
Sales Skills for Success • The Completed Up and Running Start-Up Plan • Blank Forms for Your Up and
Running Plan • Sample Scripts, Letters, and Processes • References • Index
Textbook, 253 pages, 2012 copyright, 8½ x 11”
ISBN 1427711453 Retail Price $31.74
Learn more from the author at
www.YouTube.com/DearbornRealEstate
Scan the QR Code
to learn more
from the author.
21 Things I Wish My Broker Had Told Me, 2nd Edition
by Frank Cook
While other how-to books offer insight from a few gurus, this book references
dozens of top-producing, successful professionals for expert advice, opinions, and
guidance on the things they wish they knew when they were first starting out.
CONTENTS: In Conclusion … • How Did You Get in Here? • Great Expectations • Honk If You’re an
Independent Contractor • A Fast Track to Your First Transaction • It’s Your Money • Market Thyself—
First • Do You Know Where You’re Going? • Family Matters • Working with Friends and Family
• Competitors and Predators and You • How Come Nobody Likes Me? • The Organized You • Business
Cards and Alphabet Soup • Like Scorpions Circling in a Bottle • Alien Life Forms • The Real Estate
Business Wants You • You and the Gurus of Salesmanship • Plus More
Textbook, 220 pages, 2007 copyright, 6 x 9”
ISBN 1427750602 Retail Price $18.52
Many of our Continuing Education titles can be used for
professional development. Contact your Account Manager
to discuss the many Professional Development title options.
MRKT-13527
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